Steele Brands Executive and Leadership Team

Mark Vinton, the Chief Financial Officer at Steele Brands, directs all fiscal planning and capital allocation strategies. Overseeing the financial health of the conglomerate, the Chief Financial Officer manages complex budgeting processes to support the rapid expansion of wellness brands like CRISP & GREEN. This leadership role involves rigorous analysis of market trends to ensure long-term economic value for stakeholders. By optimizing capital structures and monitoring investment performance, Mark Vinton secures the necessary resources for sustainable growth. The Chief Financial Officer maintains close collaboration with the board to align fiscal objectives with the broader mission of enhancing community wellness. Through disciplined oversight of financial reporting and risk management, the Chief Financial Officer drives the fiscal stability required for international scaling. Ultimately, Vinton ensures that every investment decision reinforces the commitment to building stronger, healthier lifestyle businesses across diverse global markets.

Ann Flanagan, the Chief Operating Officer at Steele Brands, executes the daily operational strategies required to scale lifestyle and wellness concepts. Overseeing the integration of supply chain logistics and service delivery, the Chief Operating Officer ensures that every location maintains the high standards associated with the company portfolio. This leadership role involves streamlining internal processes to improve efficiency across the entire organization. By implementing robust operational frameworks, Ann Flanagan supports the rapid growth of brands like PURALIMA. The Chief Operating Officer coordinates with regional managers to ensure consistent performance and service quality throughout North American operations. Through the continuous refinement of operational workflows, the Chief Operating Officer drives productivity and enhances the overall customer experience. Ultimately, Flanagan optimizes the internal infrastructure to support the company mission of creating happier and stronger communities through accessible, high-quality wellness products.

Lily Phillips, the Partner, Chief Marketing Officer at Steele Brands, architects the brand identity and consumer engagement strategies for the entire portfolio. Overseeing global marketing initiatives, the Partner, Chief Marketing Officer drives brand awareness and customer loyalty for wellness concepts. This leadership role involves crafting compelling narratives that resonate with health-conscious audiences across various demographics. By leveraging data-driven insights, Lily Phillips optimizes digital campaigns and community outreach programs to maximize market penetration. The Partner, Chief Marketing Officer collaborates with creative teams to ensure that every brand touchpoint reflects the core values of health and vitality. Through the strategic management of brand positioning, the Partner, Chief Marketing Officer secures a competitive advantage in the wellness industry. Ultimately, Phillips elevates the market presence of the company, ensuring that the mission of fostering healthier communities remains at the forefront of all consumer-facing communications.

Cherie Coenen, the Chief People Officer at Steele Brands, directs all human capital strategies and organizational development initiatives. Overseeing talent acquisition and employee retention, the Chief People Officer ensures that the company attracts top-tier professionals dedicated to the wellness mission. This leadership role involves designing comprehensive training programs that foster a culture of excellence and community impact. By implementing performance management systems, Cherie Coenen aligns individual contributions with the overarching goals of the conglomerate. The Chief People Officer works closely with executive leadership to cultivate an inclusive environment that supports professional growth and operational success. Through the strategic management of workplace culture, the Chief People Officer drives employee engagement and organizational resilience. Ultimately, Coenen builds the internal capacity necessary for the company to thrive, ensuring that the workforce remains fully equipped to deliver on the promise of healthier, happier, and stronger communities.